Actresses Mia Goth, Imogen Poots and Marine Vacth star in the Miu Miu eyewear Spring/Summer campaign. The firm states that it “explores ways of building cinematic tension using classical music, emotions emerge and a narrative is formed that expands through the rooms each character inhabits”. With a photographer like Steven Meisel the result was bound to be captivating. The pictures and the fashion movies are equally enigmatic and suggestive. The viewer peeks around half-opened doors to discover silent girls wearing sunglasses that feature the raw-cut lower half, thick frames and polished finish.

Who better to shoot the ad campaign for a fashion brand than its own Creative Director? Karl Lagerfeld was the photographer of the poolside story created for Fendi’s adverts for next season. Lindsey Wixson and Nadja Bender are, on this occasion, portrayed as a couple of friends spending the day at a mysterious and elegant penthouse pool. Obviously, they are wearing outstanding Fendi outfits and accessories. The Fendi Orchid sunglasses are the third protagonist of this session: cats-eye shapes, geometric designs and the perfect balance between past and future mean they are destined to be a big hit this summer.

Romantic and magical, inspired by mermaids and woodland fairies, the new Valentino campaign for women is a creation of the go-to photographer Michal Pudelka. This is the perfect example of what most people look for when contemplating fashion ads: the possibility of dreaming. The clothes are absolutely gorgeous, the compositions extraordinarily delicate and the pictures original and beautiful. An impeccable demonstration of why fashion is sometimes so close to art.

The new Marc Jacobs campaign, shot by David Sims, is allegedly austere. It unexpectedly mixes minimal and grunge styles in a sort of reinterpretation of the uniform. Neutral dark tones, indefinite lines and no smiles are the main traits of these adverts, though if you pay close attention you’ll discover little details that add a luxurious touch. The sunglasses are oversized and slightly retro, and the translucent materials match the pale atmosphere of the photographs perfectly.

One of the most celebrated couples in the fashion industry is responsible for the photographs of the new Dsquared2 Spring/Summer campaign both for men and women. You’ve guessed it: Mert Alas and Marcus Piggott! Models Julia Bergshoeff and Silvester Ruck are the protagonists of this colorful set of images shot in Los Angeles. The primary color palette, the layout and the clean designs of their clothes and accessories are testament to the undeniably arty spirit of the firm.